The document discusses key drivers of employee loyalty, frequency of use, and affinity towards an employer's dining facility. It identifies participation rate (measured by meal transactions over population) as a key performance indicator. Higher participation can increase productivity by freeing up time for core business activities. The document provides calculations to estimate potential increased hours returned to work from minor and transformational increases in participation. It outlines factors important for success, including food and menu quality/variety, service standards, facility design, location convenience, additional on-site services, value/pricing, understanding customer needs/work types, and consideration of local competition.

1. Employee Dining: What drives
Loyalty, Frequency, and Affinity
Anthony Morro
Soft Services Manager
Jones Lang LaSalle

2. Participation = Marketshare
• Participation is to a B&I Dining Facility as market
share is to a major corporation
• It is measured by:
– Meal Time Transactions/Available Population
• It is a key performance indicator that demonstrates
the frequency by which customers choose your
services/products over the competition
• And the competition is there in many shapes and
sizes

3. What will success look like?
• Set target for participation rates
– Breakfast
– Lunch
– Dinner
• Targets will be relative to a number of factors
– Rural, Urban, Suburban
– External Competition
• Participation up = Productivity
– The ultimate ROI

4. ROI Calculation - Incremental
• On site saves 20-30 minutes per cafeteria user
• Site with 2000 people at 50% lunch time
participation = 1000 stay on site daily
• 1000 X 20 Minutes = 20, 000 minutes
– 20K Minutes X 240 Days = 4.8M minutes/60
– 80,000 hours potentially returned to core business
activities
• A 5% increase in lunch time participation?
– Could add another 8,000 hours or 10% additional
hours potentially returned to core business activities

5. ROI Calculation - Transformational
• A 20% increase (transformational)

6. Food
• Quality
– Fresh, Wholesome, Nutritious
– Appearance, Color, Texture
• Variety
– Authenticity
– Serve a global community

7. Service
• Friendly
• Timely (Speed)
• Consistent
• Accessible
– Location, location, location
– Hours of operation
• Points of Services
– Variety (Grill, Deli, Asian, Indian, Vegan, healthy
choices etc…)

8. Design
• Ambiance
– Seating formats
– Noise/Sound
– Lighting
– Colors
– Textures
• Vibe
– Music, Monitors, Wireless
– Retail feel
– Brand
• Is it the place to be?
– Is it cool?
– Is it flexible? Nimble? Multi – use?
– Technology - wireless

9. Location
• Convenience
• Time/Distance
• Access

10. Adjacent Services Portfolio
• ATM
• Convenience Store
• Meeting/Conference Space
• Dry Cleaning
• Hair Salon
• Fitness Center
• Medical Department

11. Value
• Market baskets
– What % below local retail?
• Value vs. Price
• Loyalty Programs

12. Understand Customer
• Type of work
– Manufacturer
– Office
– R&D
– Call Center
– Mix use
• Economics and needs will vary considerably

13. Competition
• What are options nearby?
• Parking on site?
• Walk
• Drive
• Break Room amenities
– Hot/Cold Beverages
– Vending
– Microwave
– Refrigerator
– Furniture
• Catering Policy